Download as PDF, PPTX
Uploaded byService2Media
CERTA Push Messaging - Product Launch
The document discusses the integration and effectiveness of push notifications in mobile marketing, highlighting their role in increasing user engagement and revenue. It emphasizes the importance of relevance, customer segmentation, and timing when sending push notifications, as well as the necessity of incorporating these notifications into broader marketing strategies. Additionally, legal and security considerations regarding data privacy and protection in the context of push notifications are addressed.
More Related Content
Similar to CERTA Push Messaging - Product Launch
CERTA Push Messaging - Product Launch
- 1.
- 2. Contents 2 Push for business- Peter Broekroelofs Push and IT - Harry ten Berge Push and legal - Derk Tegeler
- 3. Push mobile engagementto the next level Consumers adopt push notifications but want to be in control Push notifications enable better engagement The challenge is to integrate push notifications into a direct marketing strategy 3 3
- 4. 4 Consumers adopt pushnotifications • Consumers opting in offer you a unique privilige • 76% of European mobile app users receive push notifications • 26% receiving them several times a day • Perceived extremely intrusive if not relevant or timely (bad push) • Consumers want to be in control 4 Forrester, Oct 2013
- 5. 5 Bad push resultsin opt-out and app removal Relevant in gender Try the new waterproof mascara Relevant in age Discount on new ultra running shoes Relevant in Time/Location Ajax scores! 5
- 6. 6 Know when tosend and to whom • Customer segmentation • Customer preferences • Up to individual level
- 7. Push notifications improveengagement 8 | Technology KL Air now" We have 6 chairs with extra legroom available on your flight to Rome It’s possible for you to upgrade now" slide to view! KL Air now Buy extra award miles this week and earn up to 50% bonus miles!" slide to view!! We have 6 chairs with extra legroom available on your flight to Rome It’s possible for you to upgrade now! Deliver additional benefits
- 8. 8 Push engagement tosupport your business Acquisition Retention Efficiency 8
- 9. Relevancy and context Pushintegration points: Backend and app App on the deviceEnterprise backend Device registration, Message handlers Message composition Business rules Push server Notification networks
- 10. GPS Location Beacon proximity Time,schedule, zones Phone sensors • Camera • G-sensors Wifi proximity Other sensors • Security cameras • Babyphone • Water leakage • Burglar alarms • In-car sensors • Broken devices Other push messages Combining technologies for context Push App actions Backend business logic ERP/CRM/etc
- 11. 11 Pops up your boarding pass Get a free drink at ‘Nacho Hippo’ “Please switch off your phone” Example: BLE Beacon center radius
- 12. Example: Home automation CERTA SecurePush All lights and hea-ng are switched off.
- 13. Example: Home automation CERTA SecurePush Alert: Your burglar alarm is ac-vated. Do you want to view your webcam?
- 14. Example: Local news CERTA SecurePush Dam-‐tot-‐damloop veroorzaakt grote verkeerschaos.
- 15. 15 Integrate push intoyour CRM and Marketing strategy Mobile Email Web 15 Push will be key in mobile messaging: more engaging, in-depth measurement, detailed targeting, inexpensive
- 16.
- 17. Soon on otherdevices, like wearables
- 18.
- 19.
- 20. NOS case: Corepart of the product experience "Push notifications enable NOS to instantly inform a vast amount of customers on big news and sports stories. This is vital for NOS to fulfill its mission. By helping us reaching these customers with notifications on platforms as Android, iOS, Windows Phone but also on the web, CERTA helps us focus on what we're good at: telling you about news and sports.” Tom van den Broek NOS Mobile Product Manager 20
- 21. Push effect: optimizingapp usage +25% 21
- 22. 25% Increase ofApp Traffic Volume 2.5% Of app visitors convert to a product or paid service € 625,000 Intent Guide’s 3 Key Benefits € 1,875,000 per year Additional revenue per year (€ 156,250 *12) Is the percentage of additional product and service sales Estimated value per transaction € 25 Is the commercial monthly value 25% = 1,000,000 App opens per month 25% Increase of App Traffic Volume! Hypothetical retail case: 22
- 23. Push case Emesa One-to-onedialog 23
- 24. 24 • 20,000 messagesper day • 50% of all app opens are a direct triggers from a push notification Business Case: Creating Engagement by Relevancy an Context Vakantieveilingen now Je bent overboden! slide to view! Vakantieveilingen now Je hebt een veiling gewonnen!! slide to view!
- 25. 25 80% Increased Appretention after using push notification services Push effect Vakantieveilingen now Je hebt een veiling gewonnen!! slide to view!
- 26. 26 Good Push: Personaland in Context Service Retention New Business Emesa now Bied vandaag mee op Robin! Thicke kaarten en maak kans op een VIP arrangement!! schuif om te bekijken ! Emesa now De veiling, 2 overnachtingen voor 2 personen in hartje Amsterdam loopt bijna af. ! schuif om te bekijken ! Emesa now Hi Marc, jouw favoriete veiling! Is weer online. Bekijk hem in de app. schuif om te bekijken !
- 27. 27 Good Push: Personaland in Context • Involvement • Location Based Emesa now Hoi Marc, vanavond is het zover!! De toppers in concert. Vergeet niet jouw geprinte e-ticket mee te nemen. Veel plezier!! slide to view! Emesa now Welkom in de Arena.! Vakantieveilingen.nl wenst je veel plezier bij de Toppers!! slide to view!
- 28. 28 Push case MyOrder ThomasBrinkman, Founder and CCO: By using Push, Geo location and BigData we make sure we are relevant in the right context for our users. Push is the perfect way to facilitate this interaction.
- 29. 29 Make push integratedpart of your app strategy Get deeper customer behavioral understanding Measure customer journey Capture user preferences Test your customer behavior 29
- 30. 30 PUSH AND IT Harry ten Berge
- 31. 31 Client implementation • NativeSDK (iOS, Android, WP8) • Cordova Plugin for HTML5 apps • So…. How difficult is this actually?
- 32. 32 Client implementation 1. Makean account on CERTA.io 2. Download the SDK 3. Follow the documentation 4. And send your first push! 5. We can help!
- 33. 33 Designed for highvolumes of notifications • High performance • Fault tolerant • Scalable 33
- 34. 34 Push Manager Interface RESTHTTPS, IP filtering App Backend or Portal App Push Interface REST HTTPS Push networks – Apple, Android, etc… CERTA Push Push Manager webservice Push webservice Registertoken Registerpreference Register/deregister (Certificate, preferences) Wipe (Tokens, preferences) Query (preferences, token) Push DB Tokens preferences CERTA architecture
- 35. 35 How can youconnect to the back-end? • REST API • SSL • IP filtering 35
- 36. Push networks fragmentation AppleAPNS Google CGM Google C2DM Microsoft MPS Microsoft WNS BlackBerry Push YOUR ENTERPRISE BACK END
- 37. Push networks fragmentation AppleAPNS Google CGM Google C2DM Microsoft MPS Microsoft WNS BlackBerry Push CERTA YOUR ENTERPRISE BACK END
- 38.
- 39.
- 40. 40 Filter profiles consistof logical expressions, e.g.: !(Airport == "AMS")! ! !(Category == “Delay”)! ! !(Flight == “KL0845”! ! !((AIRPORT == "AMS") && (Category == “Delay”))! CERTA Push unique filtering
- 41. 41 “Rich” push CLIENT CLIENT SERVER SERVER BACKEND BACKEND registerService() You are registered OK registerPreference(“customerid=1234”) OK RichPush(“customerid=1234”, “richpushid=“56”, “your bill is ready”) Message sent OK RichPush(“your bill is ready”, “richpushid=56”) process msg RetrieveRichPush(“id=56”) StoreRichPush(“id=56”, RICH_PUSH_CONTENT) RichPushContent(“id=56”, RICH_PUSH_CONTENT)
- 42. 42 Performance thoughts Over 1.5million recipients in 2.5 minutes!
- 43.
- 44. 44 PUSH AND LEGAL Derk Tegeler
- 45. Because conversation betweenyou and your customer is private
- 46. Contents 46 • Where isyour data and is that allowed? • Security & Privacy leaks and threats • Certa Push and Private Data • Push, secured.
- 47. Expectations… 47 • I’m goingto drag you through the ‘legaleze’ • I’m going to depress you • I’ll reassure you • … bear with me
- 48. Legal… 48 • Shift from‘owner’ to ‘custodian’ • Increased responsibilities • Increased penalties
- 49.
- 50. Wet Bescherming Persoonsgegevens(WBP) 50 • Dutch Data Protection Act • Protect against data abuse. • European Economic Area (EEA) • Protect personal data • Opt-in
- 51. Patriot Act &Consorts 51 • Validity, purpose and scope • Designed as an anti-terrorism weapon (sect 201), in reality very broad – computer fraud, abuse offenses, sect 202 – foreign intelligence information, sect 218 • Impact in NL • Other countries • Data confidentiality and integrity are under threat. • Microsoft, Skype, Google and others have reported such occurrences and are now in the public domain.
- 52. Legal Basis forPush 52 • The WBP and Patriot Act are incompatible • Personal data must remain in the EEA • Relevance of data collection • Data protection measures
- 53. Future 53 European law anddirectives tend towards: • Increasingly make use of multichannel authentication • Criminalise enterprises responsible for data leaks • Oblige enterprises to divulge data leaks • Penalise enterprises with fines up to 2-5% of yearly turnover • Personal data belongs to the individual, not the holder or processor, meaning that enterprises holding or processing personal data are custodians, like banks are for money.
- 54. The role ofTelecom Operators 54 • ACM* + CIOT • Telco’s Technical means for ‘Lawful Data Interception’ Daily reports to the CIOT containing comprehensive metadata *ex-OPTA
- 55. Sources 55 • Agentschap Telecom(agenschaptelecom.nl) • Autoriteit Consument & Markt (acm.nl) • Rijksoverheid (rijksoverheid.nl) • ‘Zin en onzin over PRISM, Patriot Act en de Wet bescherming persoonsgegevens’, Allen & Overy and Schuberg Philis, feb 2014
- 56.
- 57. EU Partner 57 • Conformsto European Data Protection Acts • You know the location of the data you are responsible for • You know who handles your messages • You have a contract and an SLA
- 58.
- 59. Push security is… 59 … A leap of faith, not a chain of trust • Third-parties with no SLA or other legal relationship • Message confidentiality and integrity • 90% of messages transit through 2 organisations
- 60. Push security risks 60 • Insecure network traffic Whilst posting the message • Insecure network traffic Whilst delivering the message • Credentials
- 61.
- 62. CERTA Push security 62 • Secure login • IP filtering • ISO 27001 like processes and procedures for data access (databases and infrastructure) • We only hold: – Your credentials – Your push certificates – Push tokens ID’s – Optionally, ‘expressions’
- 63. CERTA Push confidentiality 63 • No personal data • Unique ID’s – App instance ID (CERTA ID) – User ID • Anonymous data
- 64. 64 Filter profiles consistof logical expressions, e.g.: • One to many ! (Airport == "AMS")! ! (Category == “Delay”)! ! (Flight == “KL0845”! ! ((AIRPORT == "AMS") && (Category == “Delay”))! ! ! • One to one ! (UID == “0x0cb77b161b283d95a7e4343922c8cd19dc1131face7a2efe08caae19e42ac78b”)! Push unique filtering
- 65.
- 66. Push, secured. 66 • Why? – Confidentiality (may be a legal requirement) – Integrity (anti-fraud, etc.) • 2 Options – Encrypted messages – Use push as a trigger to retrieve encrypted messages (ie. Secure Rich Push)
- 67.
- 68. Push, secured. 68 Encrypted messages Secure Rich Push Single transmission Triggered retrieval Only small messages <160 bytes No size limita-ons No outgoing connec-on or message store required Message store is separate from the Certa Push server, meaning that the message delivery path is different, and, much closer Decryp-on key must be shared before receiving the message Decryp-on key must be shared before receiving the message Encrypted messages pass through foreign third par-es, that may try decryp-ng messages or demand/obtain decryp-on keys The only way to keep your data in your country
- 69. App Enrolment 69 Decryption keymust be shared before receiving the message • App Enrolment binds – the user to the app instance, – the app instance to your back end infrastructure, – register with CERTA Push. • App enrolment creates – encryption/decryption keys, – Optionally create tech prerequisites for • Secure transmissions, • Secure storage, • Non-Repudiation.
- 70. Push, secured. 70 We havedealt with • your legal risks and obligations, • your role in the design of the solution, • the technical security risks. è Push with CERTA ç with today’s and tomorrow’s risks under wraps. https://certa.io
- 71. 71 Closing remarks + QuesEons